Britain’s food marketing is entering a new era – with consumers already thinking beyond the latest high-fat, salt and sugar (HFSS)/less healthy food (LHF) advertising rules.
To understand how expectations, regulation and brand responsibility are shifting, Dentsu conducted a nationally representative study of 1,020 UK adults in October 2025 as part of its ongoing Consumer Navigator programme.
While LHF advertising restrictions mark a major regulatory moment, our findings show the public isn’t simply asking for compliance. They want visible, meaningful progress. Two-thirds support the new restrictions once they’re explained – but most had been unaware of them. This reveals a communications gap that brands are uniquely placed to fill. Shoppers also want regulation to go further, with calls for greater oversight across social media, influencer content and retail media environments.
Brands are leading change
Crucially, consumers identify brands, not government, as the primary agents of healthier change. But change must be felt, not just stated. Only 18% fully trust nutritional claims made by food and drink brands today – and shoppers are selective not only about what they hear, but where they hear it. Brand-owned channels, packaging and value-added storytelling emerge as the most credible and motivating spaces.
For marketers, this report outlines a shift from product promotion to brand leadership, where the winners will be those who bring better health, clarity and creativity into everyday lives. That means connecting value, taste, accessibility and transparency – without diluting desirability.
This whitepaper helps food, retail and fmcg brands understand:
- The true consumer appetite behind regulation
- Where expectations are heading next
- Which messages and channels hold the most trust
- Where creativity can still drive growth and cultural relevance.
This isn’t merely a regulatory update, it’s a marketing reset.
Complete the form below to download the report now.
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